A couple of months ago Simon Chadwick, one of the main european sports marketing academics, presented a lecture about the London 2012 learnings, Rio 2016 challenges and also a little bit of ambush marketing. The event was organized by the British Council and Coppead (Rio de Janeiro Federal University). Simon Chadwick is a professor at the Convetry University, the Centre for the International Business of Sport director and consultant for brands around the world.
He opened his lecture talking about Olympic Games in a broader context. London 2012 was attached to a plan to revitalize the west side of the city, incentivate sports practice amongst britains and show the world the most creative side of the UK economy and culture.
Talking about numbers, sometimes the olympic experience can be traumatic. Montreal 1976 was paid by local taxpayers until a few years ago. London 2012, on the other hand, will probably break even, although the real gains are more in image than financial. In that matter Brazil, should have clear goals of what to expect with the events in 2014 and 2016.
Another subject was the necessity of a plan B. Chadwick said that London 2012 had alternative places to all arenas and stadiums, in the case one of them wasn´t ready. In the end everything was alright and London 2012 was considered one of the most organized games in history.
In the second session, about ambush marketing, Chadwick presented several recent cases, such as the Dutch brewer Bavaria, which seems to be specialized in this type of campaign. At South Africa 2010, they were caught by FIFA and had to sign an agreement promising not to ambush the next five editions of the event. Why five? It´s a mistery.
According to Chadwick, ambush marketing increasingly goes beyond opportunism, becoming a platform for brands with attitude. In many cases, the increasing regulation of sponsorship contracts turns the public opinion against the events organizers and in favor of brands that break the rules. Moreover, these contracts end up restricting the sponsoring brands.
In short, the professor made it clear that Brazil will have a unique opportunity in history, but we must be prepared for it. The key is clear goals and a good plan.entrar no post →
2012 was a landmark year for sports marketing in Brazil. London 2012 handed the Olympic and Paralympic baton to Rio 2016, Corinthians won the Copa Libertadores and the FIFA Club World Cup, and with the 2014 FIFA World Cup now less than 2 years away, it’s really starting to feel like Brazil is the sports marketing capital of the world.
To mark the end of the year and give you a taste of the best of Brazilian sports marketing, we’ve put together our five favourite campaigns of 2012. As Brazilians, we make no apologies for the fact that they’re all football!
PENALTY + VITÓRIA
Penalty embraced Vitória fans’ motto “My blood is red and black” to create a social campaign. In order to increase blood donation among the fans, they turned the red stripes white and Vitória fans were incentivized to donate blood in specific locations to give the red back to the jersey. Every match the team jersey got one red stripe back.
In the end, the team shirt was back to normal.
GUARANÁ ANTARCTICA + THE BRAZILIAN FOOTBALL TEAM
This year the Facebook page of Guaraná Antarctica, the Brazilian soft drink made from Amazonian fruit, reached 5 million followers, equal to the population of many countries. To celebrate this, Guaraná Antarctica created a special activation of the Brazilian national football team.
Mano Menezes, the Brazilian coach at the time, invited young people to sublit a 1-minute video showing why they should play for the Guaraná Team. He then selected 12 players who played against Costa Rica’s U-20 team. Why Costa Rica? Because the country is the same size as Guaraná’s fanpage.
The activation generated a lot of buzz – and the Guaraná Team won the match!
BRAHMA + COPA DO MUNDO 2014
Brazilians always dreamed about hosting a second World Cup, but, when it happened, the dream suddenly turned into a nightmare in Brazilians’ public consciousness. Since the announcement, people have been saying: “Imagina na Copa…” (“Think of it during the World Cup”) in a sarcastic way, meaning that the usual problems will be amplified during the event.
Brahma, the number two Brazilian beer by market share and one of InBev’s international brands, embraced the cause against the pessimism with a campaign that showed a more positive point of view about the 2014 World Cup.
In summary, the video below says that Brazil 2014 will be the biggest party ever, and that joy and happiness will triumph over pessimism and problems.
VOLKSWAGEN + BEBETO
Brazilian striker Bebeto created a unique and famous goal celebration at the World Cup 1994 to commemorate his son’s birth. If you didn’t see it at the time, you’ve definitely seen someone copying him since.
This year, 18 years later, Volkswagen brought Bebeto and his son, Mattheus, back to promote the best-selling car in Brazil, the VW Gol (‘Goal’ in Portuguese). In 1994, Bebeto scored an important goal for Brazil, and now, he gives his son a ‘Gol’ just as he turns 18, the age at which people are allowed to drive in the country.
Imagine that you bought tickets to watch Man United v Man City. You are in the stadium waiting for the game when you see Arsenal and Chelsea players entering the pitch. WTF?! In other words, no one understands what is happening. Then the referee whistles and a message is shown to the fans:
“We haven’t invented insurance for calendar changes yet. But you can count on Zurich Insurance to take care of your properties, life and future.”
Crazy! But it really happened in a Brazilian football game between Palmeiras and Santos. Minutes before the game, São Paulo and Corinthians, two of their main rivals, entered the pitch.entrar no post →
This picture was taken earlier this year, at the Mascots Race, an event organized by the English Championship, Division 1 and Division 2.
This event takes place annually and is part of a calendar to promote their social cause, which this year is prostate cancer. The 2012 winner, by the way, was Yorkie Lion, from York City.
More than a nice promotion (it´s impossible to disagree that the mascots in the picture are really cute), it shows how lower tier clubs can articulate around their properties. Together, their appeal increases quite a lot.
In Brazil, Esporte Espetacular, Globo´s main sports show, aired a “Mascots´ Olympics”, with the main Brazilian clubs, in 2010.
There is also the mascots race in Olinda´s carnival, with the clubs from Pernambuco.
Mascots have a great potential if embraced by clubs and/or sponsors. In Brazil, unfortunately, there aren´t as many good examples…entrar no post →
The NBA and Dream Team star Lebron James recently bought shares of the group which controls Liverpool, the English football team.
Lebron has a contract with Nike, including a sneakers collection endorsed by him. A new model based on the team, with the same colours and a dragon (very close to the one in the team badge), has just been released. Check it out:
The link between the shoe and the club is very clear, but Nike does not confirm it. Actually, Nike can´t do it, and the main reason is that Liverpool is sponsored by Warrior, and until recently was sponsored by adidas. And there it goes the first question: why would a brand like Nike bring something that is owned by a competitor?
The answer is simple, and this post is obviously not about a new sneaker model, but about a sophisticated logic that is being adopted by sports companies.
Nike and adidas are both trying to explore its sponsored stars´ stories. A more organic monitoring of their lives take place of old standard advertising process. Brands which support athletes should celebrate their victories, overcoming episodes and personal interests, like Lebron and Liverpool.
Another good example is the adidas´ mini-documentary made to celebrate Derick Rose´s return to the courts, after a long lasting injury. Sadly, after the documentary launch, the Chicago Bulls player got injured again, but, anyway, adidas showed how to support its stars:
Doing this kind of thing demands attention to the athletes´ career steps. Thinking about Nike and adidas, we have to consider hundreds of them.
On the other side we will find brands that sponsor few athletes, sometimes one or two, and most of the time don´t know how to activate them to amplify their campaigns.
Sports brands are usually vanguard in using sports and athletes in advertising and marketing strategy, but the truth is that these examples open a clear path to any kind of company. In times of a more humanized advertising, an athletes´ journey can be a good call!
picture via UGSoles
news via Máquina do Esporteentrar no post →